**Benidorm’s Surprisingly Tranquil July Leaves Visitors and Residents Puzzled**
Benidorm, the bustling Spanish resort synonymous with raucous stag and hen parties, family getaways, and sun-seeking British tourists, has found itself in an unexpected lull this July. For decades, this stretch along the Costa Blanca has thrived on tourism, with its lively bars, beachfronts, and nightlife drawing in thousands each summer. Yet both holidaymakers and those who have made Benidorm their home are now noticing an uncharacteristic calm during what should be peak holiday season.
Harry Poulton, a 24-year-old British expatriate who moved to Benidorm after falling in love with the town on his first trip at 18, took to social media to express his bewilderment at the situation. Standing on the normally heaving Benidorm strip, Harry’s video captured wide pedestrian walkways almost devoid of their usual crowds. “It’s the middle of July, look behind me, it’s dead. I’ve never seen Benidorm this quiet,” he remarked with surprise.
This decline in the number of partygoers and tourists is not only a novelty for those who know Benidorm’s reputation but is also shaking up the local hospitality industry that relies so heavily on summer trade. While one might expect July to bring with it endless crowds, loud music, and the shouts of revellers, the reality on the ground has been described as reminiscent of a ghost town. Such scenes have prompted endless speculation as to what lies behind this sudden downturn.
Travellers themselves have weighed in with a variety of explanations. Some point to spiralling costs, with one visitor noting in a social media comment that the “price they charge to go in summer are scandalous.” There are reports that hotel rates and general holiday expenses have soared, prompting some to seek more affordable alternatives or to holiday outside the peak months.
Others have pointed to the changing demographics of Benidorm’s July visitors. Whereas this period has traditionally been dominated by buzzing groups on celebratory weekends, several tourists said recent crowds were more family-oriented than chaotic. “Our first trip here and I was expecting carnage. It’s full of families instead,” one new visitor noted, painting a picture of a shift towards calmer stays.
Long-term visitors and residents have also observed that this July felt notably quieter compared to previous summers. “I was there between the 8th and 15th and it was a lot quieter than it was two summers ago. Price of holidays are going through the roof,” another commented, adding weight to the theory that rising costs and inflation are reshaping travel patterns.
Amid these observations, some have suggested that the high summer temperatures may be discouraging the usual influx. July and August are typically the hottest months in Benidorm and can become uncomfortably warm for those unaccustomed to the intense Mediterranean sun. While heat is generally part of the appeal for many sun-seekers, the associated discomfort—and soaring air conditioning bills—may be tipping the cost-benefit balance for some.
Despite these unexpected scenes, travel operators such as Thomas Cook continue to highlight August as the optimum time to enjoy Benidorm’s beaches, pointing to warm sea temperatures and near-guaranteed sunshine. However, many have started to question whether the price premium placed on the summer months is truly worthwhile, especially when quieter periods might offer all the appeal without the crowds or inflated costs.
For the tourism-dependent businesses of Benidorm, the current downturn in visitor numbers is a cause for concern as the industry continues to recover from the setbacks of recent years. The coming months will show whether this is a one-off episode or the beginning of a shift in how and when people experience Spain’s favourite holiday hotspot.
As the summer sun continues to blaze and families enjoy a now quieter Benidorm, both locals and tourists will be watching closely to see if this unusual calm is here to stay, or whether the crowds will return as temperatures and, perhaps, prices, eventually cool.